Welcome to the Financial Advisor Success Podcast, where you go behind the scenes with

financial planner, speaker, and consultant Michael Kitsis to hear stories of how leading

financial advisors navigated the inevitable challenges that arise on the path to success,

and get insight from leading industry consultants about how to break through to the next

level in your advisory business. And now here's your host, Michael Kitsis. Welcome, everyone.

Welcome to the 326 episode of the Financial Advisor Success Podcast. My guest in today's podcast is

Erica Pauly. Erica is the founder and owner of Track That

That Advisor, a consulting and coaching firm based in Gilbert, Arizona that helps advisory firms

track and then improve upon their marketing results. What you think about Erica, though,

is how she built a series of spreadsheet tools to measure the details of each step of her

advisory firm's marketing funnel,

from lead generation to each meeting the sales process to client onboarding, getting initial revenue of the firm, and then turned it into a series of tools that any

advisory firm can use to evaluate how their marketing is performing, where it needs to improve,

and how they compare to the average advisory firm as a benchmark.

In this episode, we talk in depth about how, through a series of Google sheets, Erica helps

advisory firms begin to track each of the steps in their marketing funnel, analyze how those

steps are and turning a lead into a client, and then develop the strategies to help them

improve those metrics. Why Erica focuses on five key marketing metrics, stick rate, close rate, average client size,

pending days, and cost per client to quickly gain an overall picture of an advisory firm

or individual advisor's marketing process.

And then again, compare those numbers to benchmarking data to see where improvement

should be made first. And why Erica ultimately built an additional tool on top of her spreadsheets that she calls

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